I’d like you to take a look at one of our recently launched client websites. It’s for a concrete leveling company in Denver, Colorado.

Before I give you the link, I’d like to tell you a few things we did with this website. It’s a bit different than our other websites, and I believe some of the features are worth noting before you go exploring.

Instead of a static image for the header, we inserted the client’s existing video of tradesmen leveling concrete. This is an awesome way to grab attention.

The “How Concrete Leveling Works” section of the homepage distills the benefits of concrete leveling into easily digestible numbers. The reader immediately understands the advantages of the service.

You start with a certain amount of leads—however many you want. You make sales off those leads and put a portion of that money back into your PPC campaign. Every month, you increase the number of leads, and therefore increase your sales.

Wash. Rinse. Repeat. To infinity… and beyond.

Buzz Lightyear approves.

Now, let’s break down the actual numbers.

Say you’re a contractor that wants to start with 60 PPC leads and steadily increase that number every month. Here’s how that would go…

Month 1:

60 leads x $200 per lead = $12,000.

Note: $200 per lead is the MAXIMUM you will spend. But we’ll go with it for this first month.

Out of those 60 leads, let’s say you close 25%. That’s 15 sales.

Your average sale is $10,000. Fifteen sales times $10,000 is $150,000.

Result: You invest $12,000 and sell $150,000. (ROI = 1,150%)

If your gross margins are 50%, that means you make $75,000 in gross profit; subtracting out lead costs and sales commissions should still NET you $25k to $40k.

Invest SOME of those profits into more leads (and possibly more infrastructure to handle more leads) the next month…

Month 2 (your campaign is more optimized, so your cost per lead is lower):

We’ll run the numbers to give you a solid idea of how many leads you can get per month. We’ll also help you determine the optimal number of leads at which to start, so you can build your way up comfortably… and profitably.

P.S. Want to run your own numbers? Visit the No-Risk PPC Lead Generation page. A little more than halfway down the page is a sales calculator. Input your numbers to instantly generate your estimated sales with No-Risk PPC.

Today, many brick-and-mortar retailers open as early as 6pm on Thanksgiving Day. Some even earlier than that.

You can almost feel one of the only family-oriented holidays left being slowly killed by commercialism.

If you’re upset about that, I’ve got news for you: retailers don’t care. And when I look at it from a business perspective, I can’t say I blame them.

Don’t get me wrong…

I LOVE spending time with my family on Thanksgiving. I LOVE watching the Dallas Cowboys with my sons every year. And camping in front of Best Buy for hours, days, or weeks to get deal on a TV is not my thing. But I also understand that companies like Best Buy now need to take drastic action to stay afloat.

These are big names, too, like Sears, Macy’s, and J.C. Penny. The places you’ve shopped at for decades.

Meanwhile, Amazon’s sales have shot from $16 billion to $80 billion since 2010.

To stay competitive, brick-and-mortar stores have had to get cutthroat. And that means carving time out of Turkey Day.

Though in-store sales are slumping, Thanksgiving is now a HUGE day for stores. In 2015, 35 million people went out and shopped on Thanksgiving, resulting in billions of dollars in sales.

In addition, data shows 70% of consumer spending happens at the first two stores people visit on Thanksgiving/Black Friday.

So you can see why Thanksgiving is too important for brick-and-mortar retailers NOT to be open on.

These companies don’t care if some people think they are ruining the one day a year meant for family bonding. Those aren’t the people these businesses are targeting.

The ones they ARE targeting are those who don’t mind hitting up some stores for some deals after chowing down on some pumpkin pie and watching a little pigskin.

This strategy of “exclusion” is smart marketing. And it’s a tactic contractors should copy.

Focus on YOUR market.

Don’t worry about the rest.

Don’t worry about alienating people who wouldn’t buy from you anyway. You’ll never get their business, so who cares?

Instead, focus your marketing on YOUR customer demographic. Be specific about who you are, what you do, who you work for, and who you DON’T.

You can do this in a number of ways. Here are a few examples:

Be up-front about having higher prices (and therefore higher quality). You’ll filter out the price shoppers, while landing the high-end affluent clients you want.

Admit you may not be the fastest (but only because you take the time to do everything perfectly). You won’t have to worry about taking calls from homeowners who want a project done yesterday.

If you do have lower prices, shout it from the rooftops. Spirit Airlines markets itself as a low-cost airline to attract clientele that doesn’t care about pretentious extras and “flying fancy.” If you do this, though, make sure you detail WHY you have lower prices. Do you keep your overhead low? Do you buy directly from the manufacturer? If so, say so. You want people to know that your prices are lower because you’re smart… not because you sacrifice quality.

Make it abundantly clear that ALL you do is kitchen remodeling… or windows… or commercial roofing… or contractor marketing (wink, wink). You won’t have to waste time talking to people who want what you don’t offer.